Renamed Movies & TV in 2015, the service now generally competes more directly with similar online video stores including iTunes Store, Google TV, Amazon Video, and Vudu.

With the launch of Windows 10, Xbox Video appears under the name of Film & TV in the apps, with the shopping for the content merged into the Windows Store as a whole as part of Microsoft's universal apps initiative.

[12] However the name and branding of Xbox Video remains active on all the previous platforms and the official website.

[13] On September 17, 2015, with a system update for the Xbox 360, the name of the app changed to reflect the new branding.

[16] After July 29, 2024, the app fails to connect and returns error code 80C90010.